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Sales Pitch: How to Craft a Story to Stand Out and Win by April Dunford

September 24, 2023 Melanie Hawken

April Dunford

Book Review

If you want to learn how to nail that sale and get that cashflow coming into your business, then April Dunford’s new book, Sales Pitch: How to Craft a Story to Stand Out and Win, is just what you need. As a world-renowned product positioning and marketing expert, April  knows that standing out in a crowded market is the key to getting sales.


In her new book, Sales Pitch: How to Craft a Story to Stand Out and Win, author and entrepreneur April Dunford shows entrepreneurs how they can achieve success by building a narrative that clearly communicates how their product is different and better than anything else on the market. It’s all about crafting a sales pitch that dramatically outperforms an aimless feature walkthrough. Using a simple step-by-step method and compelling case stories, the author of Obviously Awesome guides you through a solid sales pitch structure that helps customers make confident buying decisions, while positioning you to clearly win in the market. In this book you will learn:

● Why you need to be your prospect's guide in the buying process

● Why a sales pitch is a unique style of story designed to help your customer say "yes" with confidence

● How "do nothing" is the most fearsome competitor you have

● How and when qualification, discovery, and product demos fit into a sales pitch

● How your positioning is reflected in a great sales narrative

● Why your differentiated value is the star of the show

● The eight components of a solid sales pitch

Author Quotes

A successful sales pitch is more than a simple product walkthrough, a canned set of discovery questions, or a pushy sales monologue.

This book will help you create a winning pitch that gets you better customers—and more of them.

My goal is to make sure your best-fit prospects intuitively understand and love your products.

About the author

April Dunford is a world leading expert on product positioning. She has worked with hundreds of fast-growing technology companies to accelerate their growth through clear, compelling positioning. Previously, April has run marketing and product teams at a series of successful technology startups. She is also a board member, investor, and advisor to dozens of high-growth businesses and is the author of the bestselling book Obviously Awesome: How to Nail Product Positioning so Customers Get it, Buy it, Love it.

www.aprildunford.com


Why LoA Loves it…

Sales are the lifeblood of any successful business, but not every woman entrepreneur is a natural, confident salesperson. In fact, it can be a daunting task for many to create a strong, compelling sales pitch that will win over customers to a business and brand. April Dunford is a real expert in this field and in her new book, Sales Pitch: How to Craft a Story to Stand Out and Win, she shares all her expertise and experience to help other entrepreneurs to pitch for the sales win. This is a highly practical and useful guide to getting your pitching skills honed and to help you build the confidence you need to make every sales pitching opportunity count. A great book to read for any woman entrepreneur looking to build pitching and sales skills that get results. — Melanie Hawken, founder & ceo, Lionesses of Africa

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LIONESS WEEKENDER COVER STORY
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Teboho Seretlo, a passion-driven entrepreneur helping SMEs to grow
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Zanele Njapha, a transformational business leadership coach
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Morongwe Mokone, a passionate champion of artisanal homeware

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Pot plants delivered… Give gifts that will last, such as these stunning plants in individual pots from The Nanjala Company in Kenya, founded by Teresa Nanjala Lubano. This online store creates customized
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The Wedding Planner…Every big celebration day needs great organization, and that’s where Iris Lezi Munguambe, founder of Mariée Eventos in Mozambique, is your go-to person. She launched he
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Image of the Day / Adèle Dejak

Big bold accessories…We are big fans of luxury jewellery and accessories made with love and passion on the African continent, and Adèle Dejak in Kenya is the epitome of handmade luxury. The brand c Image of the Day / ReelFruit
 
Healthy snack treats…We love showcasing Africa’s women agribusiness builders, and ReelFruit, founded by Affiong Williams, is inspirational - it’s the largest fruit processing, packaging and distributi Image of the Day / Dokmai Rwanda

Made in Rwanda Handbag…A passion for handcrafted accessories, combined with a sense of pride for ‘Made in Rwanda’ products, inspired Dokmai Rwanda founder, Bernadette Umunyana, to create a company Image of the Day / Eki Silk

Silk Serenity…Nothing is quite as luxurious as silk, that’s why we love the ‘Africa on Silk’ collections from Eki, founded by Hazel Eki Osunde. Her latest Deep Dive Collection is inspired by the p Image of the Day / The Nanjala Company

Pot plants delivered… Give gifts that will last, such as these stunning plants in individual pots from The Nanjala Company in Kenya, founded by Teresa Nanjala Lubano. This online store creates customized Image of the Day / Sari for Change

Sustainable Sari Glamour - If you want to wear a robe that makes you feel and look glamorous, then Rayana Edwards, founder of Harem in South Africa, has a range of fabulous robes all made from sari fabrics. She has Image of the Day / MonChoco

Pure chocolate heaven…If you are a chocolate lover, then you need to experience raw chocolate at its finest, and Dana Mroueh, founder of MonChoco an artisan chocolatier in Côte d’Ivoire, has just what y Image of the Day / Mulandi Brindes

Say it with flowers…If you want to make someone feel special, then there is no better way than with the gift of fresh flowers, and Mulandi Brindes in Mozambique, founded by Vanessa Guilherme Nhabete, creates Image of the Day / Mariée Eventos

The Wedding Planner…Every big celebration day needs great organization, and that’s where Iris Lezi Munguambe, founder of Mariée Eventos in Mozambique, is your go-to person. She launched he Image of the Day / Dounia Home

Statement lighting… from Dounia Home, the home of innovative, handcrafted and ethically made Moroccan lighting and home decor founded by Dounia Tamri-Loeper. Her company designs, produces and brings to market hi

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